updated BE RETRO FINAL PROJECT

bY: Immaculata Adhista & KAMYLE GLOVER

bUFFALO EXCHANGE

Buffalo Exchange is privately owned thrift store that was originally found on 1974 by Kerstin and Spencer Block.

The name, Buffalo Exchange, was rooted from one of the founder’s perspective of the word ‘buffalo’ as very American, while the word ‘exchange’ goes along with the store’s selling system.

Buffalo Exchange exist to lead the resale fashion industry, provide a livelihood for its employees, a fair return to its owners and achieve sustainable profitability.

brand elements

Brand name: Buffalo Exchange Logo element: the words ‘Buffalo Exchange: New & Recycled Fashion’ Slogan: Buy, Sell, Trade

PROS Hidden gems “Buy, Sell, Trade” Vintage Nostalgic Eclectic

CONS Damaged clothing Cheap Filthy Old-style Bargain fashion

Words, Phrases, and Copy Samples

Colors, Shapes, and Fonts

Warm palette Handwriting typeface Crafty

Scrapbook composition

BRAND ELEMENTS

Feelings and Values

Buffalo Exchange operates with a socially responsible manner.

Buffalo Exchange tends to engage remarkable thrift-shopping experience through their store environment and friendly customer service.

Buffalo Exchange triggers a homey ambiance that’s clearly projected by their merchandise assortments.

Buffalo Exchange is a destination for people who seeks a “one-of-a-kind” style and the concept of unique self-expression.

Buffalo Exchange celebrates the remembrance of their merchandise’s memorable moments from yesterday, last month, and even past decades.

Interactive Marketing channels

Brand Website It highlights a crafty, warmth visual. It focuses on informative contents regarding the store’s being such as merchandising trading instructions, upcoming events, and contact information.

Brand’s Blog Here, Buffalo Exchange posted more personal contents such as style tips, profile feature, and sharing unique vintage/retro discoveries.


Facebook - it’s filled with the latest store highlights that incorporates both words and images.

Twitter - like Facebook, it informs customers on the store’s most updated events constantly.

Instagram - works in the same manner as Facebook and Twitter, only it highlights the use of attractive images that can be seen as inspirational as well.


YouTube Channel Buffalo Exchange use it to promote the store vision through videos’ posting, making the contents dynamic and entertaining.

Pinterest Buffalo Exchange includes a variety of boards that work as inspirations.

the “be retro” campaign

Campaign Description BE RETRO is an in-store fashion show competition that puts retro styling as the main theme. To determine its “Top 10” contestants, there will an Instagram post contest, where a max. of 50 applicants will style their boots. The winner of BE RETRO will be featured in the store campaign.

Campaign Objectives There are two main objectives that the BE Retro campaign tends to achieve, and they are as follow: to engage store awareness and to build a strong customer relationship.

“be retro” media mix

BE Retro microsite

SEM (Search Engine Marketing)

SEO (Search Engine Optimization)

Social Media (Facebook, Twitter, Instagram)

Display Ads

Viral Content

Email

media mix: “BE RETRO” MICROSITE

The purpose of this microsite is to g i ve t h e c o n s u m e r s d e t a i l e d information regarding the intended event.

The microsite is constructed using supporting aesthetic elements such as fonts and backdrop visual that caters the ambiance of both Buffalo Exchange and the BE Retro event.

The microsite contains four pages: Homepage Event Mission How to Enter Explore.

Homepage


Event Mission How to Enter


Explore

“be retro” media mix: seM

The purpose of using SEM(Search Engine Marketing) is to create maximum exposure to the BE RETRO event by developing paid ads that will appear on Google or other search engine browsers.

Google Keyword Planner BE RETRO manages 20 phrases that will trigger customers’ awareness towards the event. These 20 keyword are distributed into 4 Ad Groups based on relevancy. Each keywords are given an appropriate bidding number in order for BE RETRO to maximize the usage of the keywords.

AdWords BE RETRO uses repetition in order to keep a consistent rhythm, so that customers can become more familiarized. The ads that we’ve created on AdWords were constructed with informative contents within the description.

“be retro” media mix: seM Ad Group #1: BE Retro Fashion Show Competition

Keyword Appropriate Bids

Express yourself $3.50

Buffalo Exchange $6.00

Vintage glam $3.25

Fashion event $4.00

Fashion show competition $3.25

“be retro” media mix: seM Ad Group #2: BE RETRO Style Your Boots


Post it $3.25

Used clothing $4.50

Fashion boots $4.50

Fall boots $4.50

Hidden gems $4.50

“be retro” media mix: seM Ad Group #3: Mens and Women Retro Fashion


Mens retro clothing $4.75

Womens retro clothing $5.00

Retro fashion $3.75

Thrift fashion $3.75

Retro fashion show $4.75

“be retro” media mix: seM Ad Group #4: Buffalo Exchange-San Francisco Retro Fashion Event


San Francisco $5.00

Make it work $4.50

Sustainable fashion $5.00

Buy sell trade $4.00

Eclectic style $4.50

“be retro” media mix: seo The purpose of using SEO (Search Engine Optimization) is to create maximum exposure to the BE RETRO event in the organic search system.

Keyword Optimization The chosen keywords are being distributed to each microsite that BE RETRO plans on optimizing.

“Event Mission” page optimized keywords: express yourself, buy sell trade “How to Enter” page optimized keywords: fall boots, retro fashion, fashion boots

Microsite Optimization BE Retro tends to engage its exposure by optimizing the “Event Mission” and “How to Enter” microsite pages.

Backlinks’ Strategies BE RETRO plans on creating a 30-seconds commercial with entertainment input that works as a trigger to attract customers’ awareness. BE RETRO plans to create a mini sweepstake questionnaire for the 40 applicants who didn’t make to the “Top 10.” The valuable/unexpected prize will engage these individuals to continually keep in touch with the event

“be retro” media mix: seo

Optimized “Event Mission” page on Google SERP

“be retro” media mix: seo

Optimized “How to Enter” page on Google SERP

“be retro” media mix: Facebook BE RETRO’s Facebook page is filled with a variety of posts that reflected the retro concept of the event.

“Retro Lover” Featured Profile “Who Wore the … Better?” Voting Post

“Retro Style of the Day” “Can We Guess your Retro Muse” Questionnaire

BE RETRO Commercial

“be retro” media mix: Facebook

“Retro Lover” Featured Profile “Who Wore the … Better?” Voting Post


“Retro Style of the Day” “Can We Guess your Retro Muse” Questionnaire


BE RETRO Commercial


BE RETRO Facebook Ad Campaign 1: BE RETRO Fashion Show This specific campaign is created to engage awareness towards the BE Retro event. Targeting in keywords such as retro style and vintage clothing, the campaign is geared towards men and women between age 18 to 35 with San Francisco as a the geographic location.


BE RETRO Facebook Ad Campaign 2: Style Your Boots This specific campaign is created generate customers’ action to enter the BE RETRO event through the “Style Your Boots” Instagram contest. Using the same target demographic, this particular campaign is using keywords such as shoes and fashion accessories, and include a “Sign Up” call-to-action button.

“be retro” media mix: display ads

The display ads that BE RETRO create are used to increase awareness and generate action. Focusing its targeting in San Francisco, these ads also input “vintage clothing” as a chosen

keyword that will lead and trigger customers to visit the event’s website.

“be retro” media mix: VIRAL CONTENT

BE RETRO plans to incorporate a “tweet” (Twitter post) from an influential third-party, which is San Francisco-based vintage fashion blogger name Erin Perez Hagstrom. Through her account, @calivintage, Hagstrom will mentioned the BE RETRO event. Hagstrom.

“BE Retro with @calivintage” Twitter Post

“be retro” media mix: VIRAL CONTENT“Time-After-Time” BE RETRO Commercial

BE RETRO plans to create a 30-seconds commercial to promote what the event is about. The commercial will input an entertaining hook, combining original vintage with its modern interpretation version.

This type of viral content will appear on:

Buffalo Exchange’s Youtube channel BE RETRO and Buffalo Exchange Facebook page Pre-roll for decade-inspired TV series Other fashion Youtube channels

“be retro” media mix: Mail

The email blast that BE RETRO tends to send out is specifically targeted to the chosen 10 contestants that were filtered from the first 50 applicants.

The email expresses acknowledgement to the contestant’s accomplishment and to give them further information regarding the fashion show event,

“be retro” Marketing Calendar

“be retro” Marketing budget

“be retro” optimization strategyGoogle Analytics Overview

Audience

Acquisition

Behavior

BE RETRO uses Google Analytics to measure each Key Performance Indicator. Based on these existing data, BE RETRO tends to boost each KPI through increasing marketing efforts.

“be retro” optimization strategy

KPI (Key Performance Indicator)Efforts

Visitors - It’s important to see how many traffic is the BE RETRO event getting. - BE RETRO plans to maximize its microsite exposure by keeping it

constantly updated for the visitor (every once a week.) - Make the campaign more accessible to the targeted audience by

adding more entertaining interactive media channels (Snapchat, Vine, etc.)



Channels -It’s important to keep track each interactive channel’s effectiveness. - Adding more appropriate and inviting keywords for

both paid and organic search. - Generating a “Live Chat” on BE RETRO’s Facebook

page in a daily basis.


Contents - It’s important to monitor the relevancy and cohesiveness on each microsite page. - Adding another page in the BE RETRO microsite that solely dedicated to inviting

gimmicks (coupons, rewards programs, featuring interesting articles.) - Create a community page, where people can share their retro inspirations and

recommendations to each other (posting pictures, writing opinions & testimonies on vintage/retro things.)


Documents

updated BE RETRO FINAL PROJECT